Starbucks reveals reason for new logo: Not just coffee anymore

That’s what officials with the Seattle-based company told shareholders at their annual meeting Wednesday, saying they’re ushering in a new era where it isn’t all about what goes in the paper to-go cups.

Now, it’s about branding an experience.

Starbucks CEO Howard Schultz outlined a three-part approach to growing the company’s brand, including growing social media efforts, expanding to grocery stores and the single-cup market, and expanding its brand to non-coffee products.

Starbucks will continue a massive international surge, which includes a plan to open 1,500 stores in China by 2015. Company officials reported strong earnings in 2010, with an all-time high for its fourth quarter.

“Over our 40-year history, we have built the Starbucks brand with a goal of staying true to our values and our guiding principles with a deep sense of humanity,” said Schultz. “Going forward, we will continue to focus on what made us a different kind of company, one that balances profitability and social conscience while providing exceptional shareholder value.”